jerry rackley- 2014 state of digital marketing

State of Association Marketing

Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.

What’s the Purpose?

How healthy is the association marketing function?

What are associations doing for marketing?

How well is it working?

Who’s doing it?

Create benchmarks for association marketing.



Chief Analyst – Demand Metric

Jerry Rackley

30+ years in sales & marketing

Adjunct marketing faculty:

Oklahoma State University

Chief Analyst at Demand Metric since

2011

Survey Snapshot


Title: Most

Senior

Marketer

Staff:

4%

1st Level: 12%

VP:

19%

Director: 47%

Exec:

18%

Type

Membership:51%

Trade:

20%

Company:

6%

Non-profit:

20%

Other:

3%

Staffing

None:

3%

One:

11%

Two: 15%

Three: 19%

Four:

16%

Five+: 36%

Membership

>100:

6%

100-500: 10%

501-1,000:

8%

1,001-5,000:

18%

5,001-10K:

16%

10K-25K: 16%

Association Marketing: Overall Effectiveness


1%

8%

16%

65%

10%

0%

10%

20%

30%

40%

50%

60%

70%

Very ineffective Somewhatineffective

Neutral Somewhateffective

Very effective

Effectiveness Categories



Communications Quality Perception

0%

4%

8%

57%

31%

0% 10% 20% 30% 40% 50% 60%

Always irrelevant and unprofessional

Sometimes irrelevant and unprofessional

Neutral

Sometimes relevant and professional

Always relevant and professional


Association Marketing Capabilities

11%

24%

30%

31%

39%

47%

51%

52%

54%

56%

0% 10% 20% 30% 40% 50% 60%

Other capabilities

Membership winback

Partnerships/Business development

Member/Market intelligence

Public Relations/Thought leadership

Membership retention

Membership growth

Membership engagement

Brand management/awareness

Strategy/planning


Capabilities by Effectiveness Group


Marketing Tactics Usage

32%

65%

81%

82%

83%

92%

95%

97%

98%

98%

0% 20% 40% 60% 80% 100%

Other tactics

Mobile marketing

Print advertising

Digital marketing/advertising

Direct mail marketing

Content marketing

Website and/or SEO marketing

Social media marketing

Event marketing

Email marketing


Marketing Tactics Effectiveness

13%

27%

34%

45%

45%

55%

62%

67%

75%

81%

0% 20% 40% 60% 80% 100%

Other tactics

Mobile marketing

Print advertising

Digital marketing/advertising

Direct mail marketing

Social media marketing

Website and/or SEO marketing

Content marketing

Event marketing

Email marketing


Tactics by Effectiveness Groups


Digital Marketing Portfolio - 1


Digital Marketing Portfolio - 2


Task Responsibility


Skills Inventory


Association Marketing Metrics

3%

10%

13%

28%

33%

76%

77%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Other metrics

Recency, Frequency, Monetary (RFM)

None

Reach/influence

Conversions

Open rates

Click-thru rates


Analysis & Reporting Tools

1%

5%

6%

7%

9%

10%

16%

20%

22%

23%

66%

0% 10% 20% 30% 40% 50% 60% 70%

Hyperion

Business Objects

SPSS

SAS

Other tools

None

MS Access

Don't know

Crystal Reports

BI tools built into AMS

Excel


Association Annual Marketing Budgets

19%

42%

16%

10%

7%

2%

4%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

I don't know

Less than $100K

$100K to $250K

$250K to $500K

$500K to $750K

$750K to $1 million

Over $1 million


Budget Line Items

8%

10%

12%

14%

17%

22%

22%

25%

26%

32%

51%

52%

60%

63%

64%

0% 10% 20% 30% 40% 50% 60% 70%

Other line items

Data verification/acquisition

Inbound marketing

Mobile marketing

Search Engine Marketing

Online ecommerce

Responsive design

Email design

Banner ads

Social media

Direct mail

Website design

Print

Email marketing

Website management

Most effective tactics:

1. Email marketing

2. Event marketing

3. Content marketing

4. Web/SEO


Resources to Improve Effectiveness

1. More staff

2. More funding

3. More software or technology

4. More skills or competency

5. More direction from leadership

6. More creativity

7. More empowerment

8. Other resources


Where Time is Spent

1. Email marketing

2. Content creating

3. Internal meetings

4. “Changing gears” to meet new directions

from board/C-suite

5. “Posting” to websites and/or social media

6. Fielding member questions/emails

7. Data analysis

8. Data processing

Analyst Bottom Line


For 82%, most senior marketing title is “Director” or below

Implication: senior marketer isn’t talking to the board

Marketing success requires top-to-bottom collaboration

Executive leadership of marketing = greater success (89% vs. 73%)


Executive Leadership

Prioritizing strategy & planning = greater marketing effectiveness

If your marketing function is too busy to plan, then:

It’s not oriented strategically enough

You’re opting for lower marketing effectiveness

The less strategic marketing is, the less respect it has internally


Strategic Orientation

Content marketing effectiveness gap is huge (36%)

Most of the tactics in use rely on content to succeed

Don’t be on the wrong side of this content “divide”

Learn to effectively create and deploy content


Embrace Content

Ownership & responsibility of key marketing tasks is fragmented

Executive leadership of marketing could eliminate this fragmentation

Marketing needs to own the execution of what it’s held accountable for


Ownership

Marketing is increasingly a technical pursuit

Equip marketing with more technical skills and keep them current


Skills

Move beyond volume or “vanity” metrics to measure marketing

The best metrics help everyone understand the value and contribution of

marketing


Metrics

Q & A


For more information, visit us at:

www.demandmetric.com

Demand Metric Research Corporation562 Wellington Street, London, ON CANADA, N6A 3R5


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